How AI wants car leasing
Car Leasing is decided on attachment: Synergy Car Leasing indexes 103 there against Silverstone Leasing at 97, a 6-point spread. Nationwide Vehicle Contracts holds the strongest overall profile at 102 — magnetic but unbought. But the brand assistants name most often is Nationwide Vehicle Contracts, not the category's market leader: being desired and being named are not the same measurement.
4 brands · 60 AI answers · 62 dimension scores · measured, never estimated
Car Leasingupset
| # | Brand | Attraction | Affinity | Attachment | Desire shape | Named in |
|---|---|---|---|---|---|---|
| 1 | Nationwide Vehicle Contracts | 104 | 103 | 100 | Magnetic but unbought | 3% |
| 2 | Synergy Car Leasing | 99 | 99 | 103 | Category default | 3% |
| 3 | All Car Leasing | 99 | 99 | 100 | Category default | 3% |
| 4 | Silverstone Leasing | 99 | 100 | 97 | Category default | 3% |
Indexed against the car leasing average of 4 brands (100 = the category), measured across 60 AI answers in the latest weekly run.
Driver by driver
Where the category actually separates. A wide spread means assistants describe these brands very differently on that driver; a narrow one means it is table stakes.
Attachment
Tightly bunched: assistants describe every brand here in much the same terms, so it is the price of entry rather than an edge.
Attraction
Tightly bunched: assistants describe every brand here in much the same terms, so it is the price of entry rather than an edge.
Affinity
Tightly bunched: assistants describe every brand here in much the same terms, so it is the price of entry rather than an edge.
The shapes AI leaves these brands in
Three indices make a profile, and profiles fall into recognisable shapes. A brand that is magnetic but unbought has a different problem from a habit nobody loves — and a different thing to build next.
What assistants actually talk about
The sixteen dimensions underneath the drivers, scored 0–10 on how the answers describe each brand. Spread is the distance between the strongest and weakest brand: the widest are where a brand can still separate itself, the narrowest are the price of entry.
Where brands separate
| Dimension | Driver | Category avg | Strongest | Spread |
|---|---|---|---|---|
| Differentiation vs Sameness | Attraction | 6.3 | Nationwide Vehicle Contracts 7.0 | 1.0 |
| Leadership & Momentum | Attraction | 6.3 | Nationwide Vehicle Contracts 7.0 | 1.0 |
| Range & Availability | Attachment | 7.8 | All Car Leasing 8.0 | 1.0 |
| Customer Service & Support | Attachment | 6.8 | Nationwide Vehicle Contracts 7.0 | 1.0 |
| Sustainability & Ethics | Affinity | 6.5 | All Car Leasing 7.0 | 1.0 |
Where everyone reads alike
| Dimension | Driver | Category avg | Strongest | Spread |
|---|---|---|---|---|
| Style & Aesthetic | Attraction | 6.0 | All Car Leasing 6.0 | 0.0 |
| Reliability & Consistency | Attachment | 7.0 | All Car Leasing 7.0 | 0.0 |
| Quality & Performance | Attraction | 7.0 | All Car Leasing 7.0 | 0.0 |
| Lifestyle Fit & Identity | Affinity | 6.0 | All Car Leasing 6.0 | 0.0 |
| Innovation & Technology | Attraction | 6.0 | All Car Leasing 6.0 | 0.0 |
Method & limitations
Every week, each category runs a fixed set of unbranded consumer prompts against ChatGPT, Claude and Gemini. A separate model reads the answers and scores every brand named in them across 16 perception dimensions, 0–10. Those dimensions are grouped into the three Drivers of Desire from the Havas Science of Desire framework, and each brand's driver score is indexed against the average of every scored brand in its category — 100 is the category, 115 is fifteen per cent above it.
This measures how AI assistants describe brands in their answers. It is not a survey of people, and it is not an endorsement: the scores are a reading of machine-generated text at the time of the run, and relationships between drivers and how often a brand is named are correlational. A brand needs at least six scored dimensions in a run to be indexed, and a category needs at least four such brands to get a board. See the full methodology.
Other categories
Where next
This edition measures what AI wants from these brands. These answer what comes next — which brands AI names, which websites feed those answers, and how any of it is counted.